Innovación bancaria en el Ecuador: análisis de los determinantes en el uso de ATM's, en la provincia de Zamora Chinchipe, cantón el Pangui, año 2024

Abstract

Abstract: The study analyzes the factors that determine the acceptance and use of automatic teller machines (ATM's) in the canton of Pangui. This is because, despite advances, not all people adopt innovations immediately, due to factors such as fear of change or lack of familiarity with the technology. Therefore, through a mixed descriptive-analytical and explanatory approach methodology, 364 people from the local Economically Active Population were surveyed, using a questionnaire based on the Technological Acceptance Model (TAM). The results indicate that there are 9 ATMs in Pangui, which are widely used since 91% of the respondents indicate that they use ATMs regularly. In addition, it is found that compatibility with routines and ease of use are the main determinants of ATM use, while perception of security has a moderate impact and subjective norms have a negative influence. Although the study is limited to a single innovation and geographic area, the findings are important for financial institutions and other local stakeholders, as they can be used to design strategies tailored to user needs.